Netflix Teams Up with White Claw for a Knives Out-Themed Mystery Game

Netflix Teams Up with White Claw for a Knives Out-Themed Mystery Game

News by Anja Paspalj
Published: December 19, 2022

Knives Out fans can soon unleash their inner ‘Benoit Blanc.’ 

In partnership with Netflix, Hard seltzer White Claw has released a limited-edition mystery game called “Crack the CLAW™” in honor of the new sequel, Glass Onion: A Knives Out Mystery. 

The Knives Out-themed mystery game draws inspiration from puzzle boxes featured in the new sequel following the film’s branding.  

Parallel to Glass Onion, participants must solve the classic detective question — who is the murderer? The game comes with a rulebook, a moderator script, and ten cards with corresponding roles that include vacationers, the doctor, the detective, and the murderers. Each character can be paired with a White Claw beverage. 

The partnership is no surprise considering the tried-and-tested success of brands’ campaigns in collaborations with streaming services. Netflix previously partnered with Coca-Cola for a Stranger Things campaign in 2019 and Procter & Gamble’s Old Spice in 2021 to release a limited set of unpleasant deodorant scents inspired by “The Witcher” characters.  

HBO opted for a similar strategy when teaming up with Anheuser-Busch InBev for a Game of Thrones-themed advertisement aired during the Super Bowl in 2019. The spot gained worldwide popularity, especially as viewers were eagerly awaiting the final season of the epic television show. 

As far as seltzers go, White Claw’s position has become increasingly threatened this past year, as consumers have rated Bud Light Seltzer this year’s favorite, followed by Truly and White Claw tied in second place. This collaboration may be just what the brand needs to get consumers’ attention, particularly during the holiday season. 

While the game has been purchasable online since yesterday, it will only be available while supplies last so get your portable murder mystery while you still can!  

It may help bide the time until “Glass Onion: A Knives Out Mystery” is released on December 23. Checkout the official trailer below: 


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